Lifestyle Identity Construction of Celebgram on Instagram (Case Study of @AmeliaElle)

Abstract

This study aims to find out how the process of forming the identity of the celebrity lifestyle is carried out by the celebrity @ameliaelle through their daily activities. The theory used in this study is the theory of identity construction from J.M. Baldwin and the theory of lifestyle according to Kotler and Armstrong. The research approach used is a qualitative approach by looking at the phenomenology of new media and constructivists. The data analysis technique in this study uses an interactive model analysis technique from Huberman and Miles. Data collection techniques were carried out by means of observation and interviews. The informant in this study was Amelia as the celebgram owner of the Instagram account @amelialle. The results showed that Elle lifestyle as a celebrity got many followers and made Elle a lifestyle reference. They identity construction process is built through a social environment that is intentionally formed on his Instagram account, and the environment consists of his Instagram account, and the environment consist of his friends only. Then, the social environment as been formed, the self-concept of an Elle is built naturally by only doing her daily activities which are then uploaded on Instagram. Meanwhile, lifestyle is processed through internal factors, namely attitude as a goal to build the values that exist in him so as to produce a good image, experiences and observations are made because of repetition in his activities so as to produce an attractive impression among his Instagram followers, personality is formed through habits in carrying out dail activities. Self-concept in conveying messages is not shaped to be persuasive bu can generate Instagram followers, his motives are the messages conveyed, and perception produces an image as a celebrity. Further, suggestion for research are expected to understand the construction of identity in lifestyle.